Introduction
A branding project for a pioneering product: the first vermouth created without added sugar, using fructose for fermentation.
The project revolved around launching a unique beverage that combined a healthy innovation with deep cultural roots. The core objective was to position this sugar-free alternative as a truly "castizo" product—an authentic staple of Madrid’s tavern culture.
Year
2020
Duration
5 Weeks
Client
Alba Ortega
Type
Branding | Visual Design
Challenges
The brief was demanding: the brand needed to exude 'casticismo' and feel like an intrinsic part of the city's history.
I needed to visually translate the essence of Madrid into a bottle. The challenge lay in capturing the authentic spirit of the capital—its streets, its customs, and its atmosphere—ensuring that despite being a new, modern formulation, the vermouth felt like a classic, timeless element of Madrid's identity.
Solution
We designed a label system inspired by Madrid’s iconic ceramic street signs and the city’s natural color palette.
To achieve this, I analyzed the city's characteristic colors, extracting a palette of brick red, deep sky blue, and sunset yellow. The label design pays homage to Madrid’s famous 3x3 ceramic tile street signs, featuring custom typography created specifically for the brand. This cohesive visual language was applied across a run of four distinct labels—White, Red, Rosé, and Dry—turning each bottle into a tribute to the streets of Madrid.
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